LISA PEREZ, MBA

This 2020 advertisement gave me chills. The creativity and overall message evokes deep emotion and brand recognition. #creativity #advertising #newideas #digitalcommunication

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Yes, I've started adding the "award-winning" descriptor to every relevant mention of this amazing marketing team and yours truly. You know that feeling when you've just survived production hell, you step back and take in the totality of what you all have conceived and managed to bring to life. You think, "It's done. And it's good!" Then you see the results and think "It worked!" Your colleagues agree, and usually, that's enough to carry the momentum into the next thing. And the next thing. And so on. Therein lies the challenge for high-performance teams. We yearn for the recognition, but the production cycle keeps turning. So I'm incredibly grateful to Evi Loveres--truly one of the most talented creative professionals in the industry--for breaking the cycle and championing this opportunity. In case you don't feel like clicking the link, Fictiv's annual State of Manufacturing report is my favorite campaign (and a beast of a project.) "State of Manufacturing is an in-depth annual report published by Fictiv to demonstrate its leadership and expertise in the manufacturing industry. Last year's report was generated by surveying over 240 leaders in engineering, supply chain, manufacturing, and product development to identify developing trends and gather key insights. These insights were packaged as a landing page, ebook/printed piece and was supported with an integrated campaign consisting of email, webinar, live panel discussion at a trade show, PR, and various social media promotions." Go ahead and click that link for a selection of creative assets developed for this comprehensive campaign. Results (June 2023 - April 2024) - Potential reach: 209.4M - 688 backlinks from 46 referring domains - 7K website users (4.7K new) - 600+ e-book downloads - 375 webinar registrants This campaign would not have been possible without my award-winning 😉 colleagues: Christine Evans, Michael Gorman, Evi Loveres, Varun Mehta, John Honey, Jenn Miller, Kaitlyn Silva 🏆

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Going solo has its merits, but from my experience sometimes the key to exponential growth lies in collaboration. Strategic partnerships can be a game-changer, offering a multitude of benefits: Market Expansion & Expertise Enhancement: Reach new audiences and leverage your partner's strengths to create a combined powerhouse. Innovation Acceleration: Fuel creative problem-solving by brainstorming ideas and resources. Enhanced Credibility & Brand Elevation: Partnering with a reputable brand strengthens your market position. #partnership #business #growth #b2b #b2c

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I have recently had the opportunity to design and execute UO Women In Business's (WIB) first-ever Year in Review! In the process of gathering this data and reflecting on my presidency, I am struck by how much this experience has shaped me both personally and professionally. Leading WIB wasn't just about managing an organization—it was about creating a vision and inspiring others to believe in it. As we revamped our professional development offerings, we knew it was time for a rebrand that reflected the bold, inspired energy we wanted to foster. Our slogan shifted from "teaching women how to excel" to "BE BOLD"—coined by our VP of Branding, Rachel B.—a mentality that soon influenced our exec team and WIB community as a whole. BE BOLD is about being empowered to not let others define you now or ever. Being bold can manifest in small or large acts of bravery, but we believe courage is contagious, ultimately resulting in the betterment of yourself and the world around you. This ethos led us to rethink our traditional offerings. We introduced Big Sister Chats, where members connected with young standout women in the Eugene community, and Investing 101, a collaboration with the UO Investment Group and UO Real Estate Investment Group that offered members a crash course in getting started with investing. Additionally, we moved away from standard résumé workshops and instead hosted one-on-one sessions with experts and recruiters, creating more personal and impactful opportunities for our members. A standout achievement this past year was coordinating Women in Business's trip to New York City alongside my VP of Finance, Amy Flanders, and VP, Natalie Alamo. Together, we transformed what started as a far-off dream into a once-in-a-lifetime experience for 20 of our members. Between securing over $55,000 in funding and orchestrating visits to industry giants like Goldman Sachs WHQ, Estée Lauder WHQ, the NBA WHQ, Google, and more—this trip was a monumental lesson in the power of collaboration, turning vision into reality, and the impact of experiential learning. Of all the achievements during my presidency, nothing defined my journey more than seeing my fundamental vision for Women in Business become reality. I had dreamed of creating a space where young women could find themselves, their passion, and their voices. This dream was realized through authentic feedback about our members' experiences in the club. One member said, "My greatest lesson from Women in Business is understanding that I deserve to be heard. I still remember sitting in massive lecture halls as a freshman, feeling invisible. But from my first moment in this club, I found my voice. The confidence I gained here has transformed me, and I want every woman to experience that same empowerment." As we move into this next year and I transition into the role of Vice President of Women in Business, I'm beyond excited to see our continued impact and growth as an organization.

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Love to see White Fox Boutique's success featured in The Wall Street Journal! Using Dash Hudson's data, the article highlights the brand's impressive performance on TikTok, with 36 posts shared weekly—9x the fashion industry average! Kudos to the hardworking social team behind the scenes. 👏 To gain more insight into White Fox's thriving social strategy, read our feature in The Wall Street Journal: "Why Tweens are Obsessed With This $110 Sweatsuit."

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Hey network, what are our thoughts on Pinterest marketing? It can be such a powerful social platform if that is where your target audience lives. We've been using Pinterest to showcase our custom sock designs. This article about Maybelline on Pinterest caught my eye. It talks about their campaign targeting Gen Z, how they used a CGI avatar to interact with younger audiences, and meeting them where they’re already looking for ideas. Take a look at the article if you want to learn more. If you use Pinterest in your marketing strategy, what are your best tips for staying on top of Pinterest trends and incorporating them into your strategy? #PinterestMarketing #TargetAudience #DigitalStrategy #MarketingTips

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A HUGE thank you to iconic fashion and lifestyle influencers Anh Sundstrom (@9to5chic) and Erica Chan Coffman (@honestlywtf) for joining the Collective Voice panel, “Mastering the Art of the Brief.” Anh and Erica shared valuable insights into what makes a brief truly effective and what brands might miss: include clear performance KPIs, make sure to showcase examples from the creator’s own channel, provide thoughtful Do’s and Don’ts, and keep the marketing messages streamlined—simplicity wins! They also emphasized the power of trusting the creator to know their audience. When brands respect a creator’s unique insight, that trust translates into content that genuinely resonates with followers—and, ultimately, with the brand itself. For more on how to master the art of the brief from the Creator POV, visit Collective Voice socials. Thank you, Anh and Erica, for helping brands create impactful content and make the most of the first connection: The Brief!

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🍵 GEN Z AND MILLENNIALS DISCOVER FOOD & BEVERAGE BRANDS DIFFERENTLY: ON TIKTOK AND YOUTUBE 🍵 It's no surprise that Gen Z and Millennials are also discovering new food and beverage brands through TikTok and YouTube. These platforms offer entertaining and engaging ways for brands to connect with younger audiences. Brands such as OLIPOP PBC (low sugar prebiotic soda), poppi (similar to Olipop) RYZE Superfoods (Mushroom Matcha and Coffee), Ancient Crunch Inc. (Natural chips), Rebellesnacks (Sugar free vegan candies) to name a few, have been leveraging creators on these video platforms to grow and market since their creation. Source: The New Consumer #genz #genzmarketing #cpg

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How can Victoria's Secret win over positive public favor again, now that their viral fashion show has put them back at the center of the cultural zeitgeist? Last week, Victoria's Secret hosted their annual fashion show that they have not done since 2018. VS had a rough couple years between consumer trends shifting to online, a trending song on TikTok about the body image issues caused by the brand and a failed re-launch of their fashion show last year called "The Tour". The show was a numbers success. They broke the record on YouTube for peak viewership of a live-stream from an entertainment brand for 2024, reaching up to 2.32 million viewers (according to streamcharts). The show now sits at 22 million views on YouTube a week later and it also aired on platforms like Prime Video and TikTok. The internet seems divided. Publications like NYT wrote articles titled: "The VSFS Returns. It Shouldn't" So how does VS win over public favor, something much less measurable than numbers or viewership? My pitch is for VS to launch a show similar to "America's Sweethearts: Dallas Cowboy Cheerleaders" that aired on Netflix earlier this year. They can document the casting of the models, the booking of performers and creation of outfits. They used to have short clips like this on YouTube that have since been removed. But a full-fledged production of the process would help them show, not tell the audience about their change in values and inclusion. The Dallas Cowboys Cheerleaders were criticized for their show when it aired on CMT because of the way the coaches treated the girls auditioning and for the perpetuation of body image issues through out the series. When the show re-branded and jumped over to Netflix, the public narrative shifted about the coaches and the team. Instead of focusing on their bodies (which I am sure happened behind closed doors, still) the new format focused more on the girl's friendships, families, relationships and hometowns. It was multi-dimensional. The VS Fashion Show aired on Prime Video this year. PV is hungry for a tentpole reality show to differentiate itself from legacy streaming platforms. They made a huge push with Mr Beast earlier this year and the "Beast Games" show was going to be a splashy way for Prime Video to win over subscribers. But with an onslaught of lawsuits, before the show even airs, it seems that might cost them. Working with VS on an exclusive reality show that documents the build-up to the annual show would be such an organic alignment between the two brands, who are already working together. They could feature clothes from the show on the home page of Amazon Prime, driving sales. I talk more about this in today's ep of "Ahead of the Curve" marketing podcast. Listen on your fav podcast platform or watch the video version here: https://lnkd.in/gcYGzWsK As always, let me know your thoughts below! ⬇️

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When WWD calls, you don’t say no. I had a great time chatting with Arthur Zaczkiewicz, MSW, MSW about how brands are stepping into the world of gaming, especially within UGC platforms. With experience on both the brand and agency side, I see the full landscape of decision-making and what truly drives lasting success. In our conversation, I shared insights on how creating a brand experience in these spaces is creatively limitless—and a bit daunting. Staying true to your brand’s visual identity while pushing into new, sometimes uncomfortable territory is where the magic happens. Brands are collaborating more than ever to expand into new spaces and reach fresh audiences, and although this can feel challenging, the rewards are worth it. If you're curious about how this space is evolving, take a listen! #Karta #UGC #fortnite #roblox #WWD

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Have social questions from these social innovators?? Drop them in this post and we are answering on an upcoming Hitting Pan episode!

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Kudos, Glossier, Inc. Grant Program For Black-Owned Beauty Businesses, for at least upping the ante in terms of grant size. I get really frustrated seeing the proliferation of female founder grant programs/pitch competitions with teensy weensy amounts, where we're expected to be grateful and compete for crumbs, while the VC funding banquet lavishes millions, nay, billions on white bro founders. Glossier is awarding four $50,000 grants and one former grantee $100,000 Alumni Award - at least that's not nothing. Details here: https://lnkd.in/e-miZ4yr #FundFemaleFounders #FundBlackFemaleFounders

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I love that reading books, and appreciating those who read books, is having a big moment with fashion and taste maker brands. What's really interesting to me? What has been traditionally thought of as a solo activity has now become a way to actually build connections and community. People want to feel like they belong and reading the same book is a powerful way to do that. OverDrive's successful global reading clubs are a terrific example. I've seen reading parties, book bars, and brand partnerships around books, too. Reading is a form of self care and an easily accessible escape from reality. This-> "...leaning into the literary offers brands not just intellectual, but cultural clout. A tenet of the yearly internet phenomenon that is ‘hot girl summer’ is having a good book (or several) to read while embracing this period of life." If you're a brand who values reading and community. Let's talk. We're open for partnerships. 👋 #reading #community #libraries #partnerships

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Burger King's new "Bundle of Joy" ad just hit me right in the feels! 😭🍔 It took me back to 3:57 AM, right after I gave birth to my first child. I was starving after a day of fasting, and there it was – a cold Burger King Chicken Sandwich my husband had brought earlier. Let me tell you, that sandwich tasted like heaven! Now, I'm seeing some heated debates about this ad. Some folks are calling it irresponsible or saying it lacks insight. But you know what? I think Burger King nailed it - Once Again. Here's why: 👉 It's REAL - New moms ARE hungry. We've just done something incredible, and we need fuel! 👉 It's RELATABLE - So many women have a similar story of that first post-birth meal. 👉 It's MEMORABLE - By tapping into a specific, emotional moment, they've created an ad that sticks. 👉 It's BOLD - Yes, it's a bit out there, but that's what gets people talking. As a marketer, I love seeing campaigns that spark conversation and connect on an emotional level. Burger King didn't just sell a burger – they sold a moment, a memory. What do you think? Did this ad hit the spot for you, or did it leave a bad taste in your mouth? Drop your thoughts below! 👇 #BurgerKing #Advertisement #BundleOfJoy #Marketing

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Forget chasing follower counts! This week's blog dives into the secret weapon of a powerhouse beauty brand: thriving brand communities! Imagine capturing Coachella memories in Rhode's photo booth, or feeling empowered by Rare Beauty's inclusive influencer squad. These real-life, interactive experiences are what builds loyalty and engagement that translates into brand love. Head over to the blog post to discover more winning strategies for building beauty brand community: https://lnkd.in/ggVMweKF In the comments, share your thoughts on building a strong brand community and mention your favorite examples from your favorite brands! #beautycommunity #engagementmarketing #ugc #influencermarketing #loyaltyprograms #beautybranding #buildingbrands

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🌟 Spotlight on Glossier: Transforming Beauty and Community in NYC! 🌟 Glossier, Inc. has found its footing and is officially back on my radar. Their latest initiative at Tompkins Square Park, turning a rugged basketball court into a vibrant piece of public art, is 🔥. Partnering with artist Na Chainkua Reindorf and PROJECT BACKBOARD, Glossier didn’t just splash some paint; they made a statement. What I love about this initiative: 🎨 Art and Purpose Combined: The bold design, featuring sky blue, purple, and maroon, centers on an eye motif symbolizing the female gaze. It’s about celebrating women’s empowerment and redefining beauty in everyday life. 🏀 Investing in Community: Beyond the art, Glossier funded the court’s full refurbishment – new nets, fresh backboards, the works. They’ve also thrown their support behind a local women’s league, covering equipment costs to ensure these athletes feel valued and supported. 🤝 True Brand Activation: This isn't a shallow marketing stunt. Glossier’s commitment to the WNBA and local sports underscores a genuine belief that beauty intersects with all facets of life, including sports. 👏 Kudos to Glossier for championing a cause, uplifting a community, and reminding us that making a real impact starts at the local level. This is brand purpose in action.

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How to hit 1M+ organic views in less than one week: Chiara Nicole Gero and I were in tears shooting this content for NYX Professional Makeup / L'Oréal, and it's been so great to see my team and I weren't the only ones to find this to be an extremely silly goofy time. Finding our edge with our audience has been all about making our relationship center, well, relatability! I see folks so often get tangled in their our own agenda or getting tied up in specific KPIs that it can be easy to lose sight of what is so paramount in social- human connection. When this comes first, the numbers are sure to follow. Take a peek, reflect, and ask yourself.... have *I* ever engaged in clear lippie behavior?? (gasp)

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Tarte is making headlines again, this time with lavish gifts instead of trips. They’ve sent select influencers Dancing with the Stars-themed boxes featuring $700 Hermès bracelets. An interesting choice for a makeup brand, right? Let’s unpack why this type of gifting is problematic: 1. Lack of Inclusivity: Most of the influencers sharing these bracelets are white creators, highlighting Tarte’s ongoing issue of favoring white influencers. This isn’t a new criticism—it’s been raised during past brand trips and is now resurfacing with this Hermès stunt. A Tarte spokesperson responded stating, “33% of every mailer always goes to Black creators & 50% to BIPOC. Our DEI efforts will remain intentional” (People https://bit.ly/3MURVuo). My question, is this enough? It’s not just about percentages; it’s about authentic inclusivity. Is this approach addressing their inclusivity struggles, or is it a step in the right direction? 2. FTC Implications: The FTC guidelines around influencer gifting are murky. We know (or should) that if influencers receive a gift in exchange for agreed upon deliverables, disclosure is required. But if they receive a gift with no required deliverables, do they still have to disclose? The FTC suggests, “if you have a relationship with an advertiser that sends you free stuff in the hope of endorsements, it’s best to let readers know about that relationship whenever you recommend that advertiser’s products.” The problem is that this leaves too much room for interpretation. Anyone else wish the FTC would just develop a bulleted list of requirements instead of using some of their suggestive wording? While brands like Tarte might not face legal repercussions there’s a real risk of eroding trust between influencers and their audiences—and between audiences and the brand itself. We can safely assume that when Tarte sends influencers $700 bracelets, they expect posts in return. So in this case, was influencers saying Tarte sent them this mailing enough? I didn't look at all posts but the few I saw weren't clearly disclosing a relationship. 🚨 Curious what others think! 👉 What’s your take on Tarte’s latest stunt and their response? They have mastered the art of generating earned media and online chatter, but what about the potential damage to trust? Should they stop sending extravagant gifts and hosting lavish trips? #influencermarketing #creatoreconomy #influencergifting #marketing

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